Digital Campaign | Latina Equal Pay Day 2022
ALPFA
Objective
Our primary goal was to shed light on the significant pay gap that Latina women face, exacerbated by the limitations of traditional pay gap calculations. This campaign seeks to challenge the existing narrative by highlighting the struggles of over 1 million Latinas who were forced out of the workforce in 2020 due to the pandemic. We aimed to spark conversations, evoke empathy, and drive attendance at regional events addressing this critical issue.
Target Audience
Our focus was to engage Latina women aged 18-55, a demographic that has been disproportionately impacted by the flawed pay gap calculations. By tailoring our message to resonate with this audience, we aim to empower and mobilize them to participate in events that provide a platform for discussion, education, and community support.
Insight
In the article, "Here's What to Know about Latina Equal Pay Day," Monica Ramirez highlighted the inadequacy of the 2022 pay gap calculations, particularly in the context of Latina women who had to make difficult decisions during the pandemic. The article highlighted that more than 5.5 million women workers, with over 1 million being Latinas, who left the workforce due to illness, caregiving responsibilities, or other pandemic-related challenges.
By creating a campaign that addressed this oversight, we aimed to create a more inclusive conversation about the economic disparities faced by Latina women and encourage meaningful change.
